Generally, the retailer simply fetches the sought brands and collects them on the counter, ready for tallying and payment. Sanjev Verma (2007) The study on consumer perception towards shopping malls was undertaken to understand the factors affecting consumer preferences for retail store selection and developing marketing strategies towards meeting the needs and wants of consumers. This study examines the linkage between consumer preferences and the importance of some salient store attributes. Gursharan Singh Kainth & Mr. Divakar Joshi (2008) The study was based on the ‘Perception of Consumer & Retailers towards Malls in Jalandhar in Punjab’. The study was undertaken to learn about people’s knowledge, beliefs, preferences and satisfaction.
Introduction: No other variable in the retailing mix influences the consumer’s initial perceptions of a bricks & mortar retailer as much as the store itself. Thus, this quote effectively highlights the importance of visual merchandising in order to attract the customers. But in order to understand the importance of visual merchandising, it is important to know what visual merchandising actually means! Meaning : Visual merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets. It is a merchandising technique which effectively uses the design of an environment via visual communications, lighting, colours, music and scent to stimulate customers’ perceptual and emotional response and ultimately
229). From Mills, Paul and Moorman (1995) perspective, visual merchandising is set of actions such as special events, in store advertising and promotion, displays placement aimed at selling the goods and to distinguish products on shelf. As drown from Business Dictionary, apart from sales displays, visual merchandising also in-cludes retail planning and window decorations aimed at engaging consumers and increase sales activity. And key task of visual merchandising is to make product’s best features and benefits visible and distinctive to consumer (Business Dictionary, 2015). It is of significant impotence to distinguish visual merchandising and merchandising phenomenon.
A customer purchases products to satisfy their needs or wants which influences a consumer behavior to buy products to meet their need. According to Philip Kotler,”Consumer Behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas and experiences to satisfy their needs and wants” Factors Influencing Consumer Behaviour There are different factors which are responsible for influencing Consumer Behaviour. • Economic Factors-Economic factors are the factors which directly affects the financial condition of consumer. Economic factors such as personal income, family income, government policy, discretionary income etc…influencing the consumer behavior in buying a product. • Psychological factors: Psychological factors such as need, motivation, personality, lifestyles etc affects very much in influencing consumer behavior as they purchase only to satisfy their needs.
According to Kotler, P. (2003), process and tools under customer research are used to study the buying behaviour of the consumer. This buying decision process includes three different stages - input, process and output. Input includes external influences which are firm 's marketing efforts and socio-cultural environment. The process includes consumer decision making process and output involves the final purchase of the product and post-purchase behaviour of the consumer. Arndt, J.
Clustering of Purchase Transactions to Detect Segments of Customer Behavior AM.Helmy, 1 Assistant Lecturer, Institute of Statistical Studies & Research, Cairo University, 12613 Cairo, Egypt. In the retail industry, customers have different attitude toward the same product category, leading to different purchasing behavior on that category. Purchasing portfolio, which is a pattern that represent purchasing behavior for customers through category collection in store, are varying among consumers. This paper proposes an approach for clustering customers’ purchase transactions cross product categories to detect different segments of customer behavior. The technique to segment customers by their purchasing portfolio has been designed and illustrated
Kotler and Gronroos referred to Athanassopoulos et al (2001) personal that consumers by and large assess quality of service by its result, the methodology of the service conveyance and connection. As indicated by Zeithaml, buyers evaluate products and services through three methods. These are prepurchase or experience qualities, pursuit qualities, and trustworthiness qualities. Search qualities are feature that purchasers pay special mind to before purchasing and are those they can see, feel or touch. Then again encounter qualities are post- buy offers that customers survey whilst belief gimmicks are those not simple for buyers to evaluate amid the post-buy period.
Chapter Two: Literature Review 2.1 Consumer Behavior Attitude is an immediate determinant of intention to perform a behavior. The study of consumer behavior both embraces “what and why people buy” and the consumer activities, such as “why and how customers use the goods and services”(Blackwell et al. 2006). That modern marketers recognize that consumer behavior is an ongoing process, the study of the process involved individuals, groups, or organization and the process of their use to select, secure, use, and dispose of products, services, experience, or ideas to satisfy their needs and wants (Solomon 2011, p. 33). It is also concerned the social and economic impacts that purchasing and consumption behavior has on both the consumer and wider
3. • The Role of Consumers’ Attitude toward Product Brand- Methaq Ahmed. • Relationship of Consumer Attitude and Brand: Emotional Aspect - Jūratė Banytė, Eglė Jokšaitė, Regina Virvilaitė. • Consumer Attitudes Towards Product Extension In Store Brands – Wong Suet Ting Sharon. • Consumer Attitude towards Store Brands in Comparison To National Brands - Prof. Deepali Gala, Dr. Ramchandra D. Patil.
INTRODUCTION 1.1. Overview Shelf advertising is reactively a new technique of promoting products at the point of their sale .It refers to the on ground advertising of the product which commonly takes place at the store or super market for instance shelf advertising can be found at almost every major store or supermarket and helps in catching the eye of the customer, it can be very attractive depending on how creative and well placed it is. Product placement is an amazing tool of marketing science. Shelf advertising is commonly placed on separate shelves designed by the brand itself to place inside the store. Thus shelf advertising is included in the brands promotional budget and the cost varies from place to place.